Analysis of Spotify Spanish spoken profiles in Twitter
Twitter is a social networking site where brands create profiles and interact with their audience. Brands also look for new audiences to consume their products or services. In some cases, they create different profiles for different countries or linguistics regions. The written language is the major Twitter expression. Multimedia elements such as images or videos help to spread the message and the interaction with the audience. In this study, we analyze the different profiles of Spotify in the
... panish language addressed to different spoken Spanish countries. Spotify has different profiles on Twitter addressing the content to different spoken Spanish language countries. These profiles are addressed to Spain and South American countries such as Argentina, Chile, Colombia, Mexico. Finally, there is a profile under the name LATAM who is addressed to the rest of the Spanish spoken countries in South America. All these profiles have different audiences, having also differences in the number of followers. In all these countries, Spanish is spoken with different linguistic variations. As a result, the message is different. Consequently, audience interaction and engagement may vary from one profile to another depending on the written language used. The analysis considers these Spanish linguistic variations. We perform a sentimental analysis of these Spanish-spoken profiles, looking for differences in Spanish variations. We also combine the analysis with topic modeling and the uses of hashtags. Spanish linguistic variations may influence the analysis but in the engagement of the profile itself too. Our results show that while messages are similar in the way they are written, engagement with the audience varies from profile to profile. We conclude that Spanish variations influence engagement and commercial companies should consider a similar strategy. We suggest not unifying under a unique spoken Spanish version for the promotion of products and services in Spanish spoken countries.